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Bing Ads’ Expanded Text Ads Allows Even More Text in Headline & Description Fields

Bing Ads’ has now generally made available the updates to its expanded text ads which now allows advertisers globally to add even more text to create longer text ads.

Advertisers can now use the extra space to add even more text in both the headline and description fields to improve the ad engagement with ads that stand out.

Specifically, Bing has updated expanded text ads to now support of up to three headlines in each title and two descriptions per ad.

The update allows advertisers to take advantage of:

  • Additional headline with up to 3 headlines in each title
  • Additional description with up to 2 descriptions per ad
  • Up to 90 characters of text in each of the 2 descriptions

Here is an example image of updated expanded text ad:

Bing Ads Expanded Text Ads Update Example

Bing Ads’ additional title and description fields appear right next to the originally available fields.

The additional headline that now supports up to thirty characters can be added to both new and existing ads to offer some extra information including offers, callouts, shopping, and calls to action.

Each of the 3 headlines, when added, will be separated by a “|” (pipe symbol).

Bing recommends advertisers to make the most use of the first and second headlines which are guaranteed to appear. Because in some cases the third headline is not guaranteed to appear.

Bing says the device size and user response signals are the two factors that will determine whether or not the third headline may appear.

Similarly, the second description is also not guaranteed that it may be shown on all devices. So, advertisers should place all the relevant text in the first description.

Bing now allows up to two ninty characters in each of the two descriptions.

Here is an image overview of creating new fields expanded text ads and their placement in search ads:

Bing Ads Creating New Exapnded Text Ads Fields and their Placement in Search Results

Advertisers can use Campaign Management or Bulk API services to create these additional fields for expanded text ads.

Expanded Text Ads are now available to all advertisers of Bing Ads worldwide.

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